Broad Based Segmentation:
This was similar to their current approach of something-for-everyone strategy. The revenues were not growing in this segment. And competitors may also decide to advertise to the same segment, which could impact the ability to grow ratings. Also it was difficult to create a meaningful proposition for all these consumers and needs.
Focus on Fashionistas:
This would be the most niche option which can help in positioning but the risk associated with fashion changes is high. The term Fashionista is used for the segment where people are very fashion conscious and try to do whatever comes in fashion. This segment is comparatively small and likely to be an obvious target for competitors.
Fashionistas and Planners:
Planners are those who plan before copying what ' s in fashion. They do not just instantly follow ' what ' s in ', but plan and then do it. For them price does play a key role and they plan first. This segment gives the most flexibility to target two very attractive segments.
Focusing on just Fashionistas is very niche and TFC thinks it ' s sensible to target Fashionistas and Planners. But a decision can only be made by integrating all the available information and looking at the financials for all these segments. Thus the key to winning for TFC was being market oriented and delivering what the consumer wants.
Reference: http:// www. researchomatic. com / The-Fashion-Channel-112770. html